BeIN Media Group, a sports broadcaster inks a partnership with Riyadh-based media representation firm SMC as its exclusive advertising partner in the Middle East and North Africa (MENA). Qatari-based beIN signed an agreement with SMC which covers advertising for all of its channels, including its flagship sports channel beIN Sports. A source familiar with beIN told Reuters, “The deal is in the region of $150 million.”
The strategic deal comes nearly two years after Saudi Arabia and three other Arab countries ended their dispute with Qatar, which had seen them sever all political, trade, and travel ties. SMC Chairman Mohammed bin Abdulelah Al-Khuraiji and BeIN Group CEO Yousef Al-Obaidily signed the agreement at BeIN’s MENA headquarters in Doha.
During the strategic partnership, local and international advertising companies will benefit from the promotion of an environment that stimulates creativity and innovation in the digital industry. In this way, they will gain a competitive advantage through various opportunities. The agreement runs from that covers the period before, during, and after the tournament up to the end of 2023, which is a great outcome for both groups.
And that’s what they said
Mohammad Al-Subaie, CEO of beIN MENA, is delighted to partner with SMC as they prepare for the world’s largest sporting event, the FIFA World Cup Qatar 2022, said,
“The agreement is not only commercially significant, but will also enable advertisers to reach a huge audience who are tuned into beIN’s various channels within the MENA region, through a leading media sales agency. More so, this partnership is a testament to the success of beIN’s growth strategy and its advancement both in MENA and globally. This is simply the beginning of our plans at beIN, and this agreement is just one of many great success stories which have been announced this year, with more to come.”
Khalid Waleed Alkhudair, CEO of SMC, further commented,
“This agreement with beIN provides us with an opportunity to implement SMC’s strategy of flexible and effective advertising and marketing services. We plan to utilise our top-of-the-line service models, which comprise the latest in advertising systems, in-line with the global developments in the industry, and evolving market demands.”
BeIN Sports is the official broadcaster of the 2022 soccer World cup. It is the only place to watch all 64 matches in most countries in MENA and France with coverage in Arabic, English, and French. Reuters reported that Saudi equity firms and US investors were considering an investment in BeIN sports. It has also been attracting the attention of the Saudi wealth fund PIF earlier this month, according to Bloomberg.
A group of over 120 presenters, reporters, commentators, and analysts will cover the World Cup, making it the greatest and most diverse team assembled in the history of the event.